This talk will counter the view that branded content is the ‘dark side’ of publishing and advertising, a way for content creators to survive in a world of paywall-dodging consumers who expect great content at no cost or for brands to build trust by hiding behind someone’s voice other than their own. We’ll explore the power of branded content to bring brands together, out in the open, and to show consumers you share their values. Through content, brands can cultivate an engaged and passionate audience and carve out a place in the cultural zeitgeist.

After this session you’ll be able to:

  • Evaluate the best use cases for native advertising and how your brand can tap the power of publishers and influencers without backlash
  • Understand what content performs best on each social platform and how to make your brand’s posts shareable
  • Learn rules for making branded content work for brands, publishers and consumers